Definition, benefits and questions/answers

Marketing automation is a marketing technique that involves automating repetitive and time-consuming marketing tasks to save time and improve efficiency. Discover the benefits of marketing automation, as well as answers to questions you have about this technology.

Definition: What is Marketing Automation?

The Marketing automation Includes use of software for Automate repetitive and/or time-consuming marketing campaigns or actions. This program allows you to target, convert and retain potential customers.

Marketing automation allows companies to get to know their customers better and automatically deliver products and services that match them.

What are the five pillars of marketing automation?

ls 5 Pillars of a Successful Marketing Automation Strategy the following :

  1. Good understanding of your customers’ buying journey;
  2. setting concrete goals for your marketing automation campaign;
  3. Suggesting the right content, at the right time to the right person;
  4. identification of key performance indicators that will make it possible to determine the level of success of various scenarios and workflows;
  5. Implementation of a continuous improvement system through A/B testing campaigns.

Why Marketing Automation? What are the advantages?

Marketing automation is a group of technologies that allow marketers to communicate with customers in a more efficient and personal way. What are the tangible advantages of this approach? Here are 6 of them:

  1. Marketing automation saves time by automating repetitive tasks;
  2. Marketing automation makes it possible to automate prospecting, lead generation, and email marketing;
  3. Once the scenarios are defined and implemented, only a few custom tweaks are required;
  4. With the right solutions, it is possible to combine marketing automation with personalization (emails, product recommendations, etc.);
  5. Automatically identify the hottest leads that are faster and which sales teams should devote the most time to;
  6. Reduce the frustration of your marketing teams by preventing them from spending too much time on repetitive, low-value-added tasks.

Some examples of marketing automation scenarios to prepare

There are many different types of marketing automation scenarios, but here are some common examples:

  • Send promotional messages based on customer purchase history,
  • Send welcome messages to new subscribers,
  • Directing potential customers to different sales channels according to their profile,
  • Re-release abandoned baskets under e-commerce site,
  • Automatic sending of a coupon to the customer on his birthday,
  • Automatic reminder to the inactive subscriber to ask him if he wants to permanently unsubscribe from the database or not,
  • etc.

Is marketing automation limited to email marketing automation?

Most marketing automation tools focus on email marketing, but some tools offer a wide range of features, including lead management, social media marketing, transactional email marketing, automated prospecting, and more.

What are the best marketing automation tools?

The best marketing automation tools are those that allow businesses to effectively manage their marketing campaigns, track performance, and improve results. Among the best marketing automation tools, we can mention HubSpot, Sendinblue, Plezi, Sarbacane, Marketo, Pardot and Infusionsoft.

How do you create an automation marketing campaign?

A marketing automation campaign is a targeted and personalized marketing campaign that is triggered by a predetermined action by the internet user. It allows companies to engage with their customers at every stage of the purchasing cycle, from discovery to final purchase.

To set up a marketing automation campaign, you must first define marketing automation scenarios:

  • What events (triggers) and items should trigger an automated action?
  • What will be the automated procedures?
  • What messages will be sent?
  • What will the custom variables be?
  • What are the expected delays between each automated procedure?
  • What actions will be considered transfers?

Once these elements are identified, it will be necessary to build the workflow and marketing automation scenario on its custom software.

Is Marketing Automation Only For Large Businesses?

No, quite the opposite. Marketing automation can be used by any company, even a one-person company has every interest in using it.

In addition to saving time and productivity, marketing automation is also very interesting on a business level to generate more sales (whether it’s products sold on an e-commerce site or services).

How to Use Marketing Automation for an Ecommerce Website?

Example of a custom marketing automation scenario for abandoned shopping cart reminders

For an e-commerce site, here are some useful marketing automation strategies to implement:

  • configure abandoned cart reminders;
  • welcome email when creating an account with a series of emails programmed to welcome the new account holder in order to accompany him in knowing the brand and his first purchases;
  • sending an automatic promotional code when subscribing to the trade newsletter;
  • Configure automatic product recommendation emails based on a customer’s purchase or consultation history;
  • Implement automated retargeting campaigns on social networks and via Google Ads;

in summary

Marketing automation is within the reach of all businesses, as long as they equip themselves with the right tools.

This approach provides significant time and productivity savings, and is also the key to achieving more sales with as few manual actions as possible.

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